I am pleased to see hardware not being locked down as a selling point: > Yes, Steam Machine is optimized for gaming, but it's still your PC. Install your own apps, or even another operating system. Who are we to tell you how to use your computer? It feels very commonsense that you should be able to run whatever you want on the computer that you have purchased, but it is surprisingly uncommon.
They need to do that because, in some sense, they're competing with Gaming PCs, not really with Gaming consoles. Gaming consoles sell their consoles at a discounted price because they can recoup a lot of it when selling games. Steam can't have a markup on games because they share their marketplace with other PCs.
All I've seen is that everyone is doing at cost nowadays. The PS4 Pro was the last subsidized console.